Thailand targets longer-stay visitors to boost average spending

Starting on July 22 Southeast Asia’s second largest economy launched its Destination Thailand Visa, allowing eligible travelers to stay for up to 180 days and valid for five years.

It is the latest effort by the tourism-reliant country to attract longer-stay visitors as Southeast Asian neighbors increasingly ease visa policies, sparking a fierce regional tourism race.

Martin Koerner of EuroCham Vietnam’s tourism & hospitality sector committee told VnExpress International that Thailand’s strategy to introduce long-term visas aims to attract high-potential foreigners, including digital nomads, freelancers and people interested in cultural experiences like cooking and martial arts.

“Despite leading Southeast Asia in visitor arrivals, Thailand is focusing on long-stay visitors who are willing to spend more during their stay in the kingdom.”

By offering extended stays, Thailand could attract wealthier tourists and professionals who might invest more in local services, accommodation and experiences, he said.

Gary Bowerman, founder of Check-in Asia, a tourism-focused research and marketing company, told CNN that the main problem for Thailand’s tourism now is the relatively low average spending per visitor.

Its visitors are mainly regional travelers who come for short periods, he said.

A survey by the Tourism Authority of Thailand of 30,054 tourists in 2023 found that the average spending per trip was 50,900 baht (US$1,450).

Countries in the region such as Malaysia and Indonesia have visa policies that allow foreigners to stay for up to 10 years.

Koerner said Vietnam needs to consider changes to its visa policies to stay competitive in the regional tourism market.

The recent decline in international arrivals is concerning, and issuing long-term visas could help the country attract more foreign tourists and investors as Thailand does, he said.

Vietnam should consider introducing a dedicated retirement visa to attract wealthy retirees, enhancing its appeal as a tourist and retirement destination that has huge untapped potential, he added.